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Will New Calorie Labeling Rules Affect Consumer Behavior?

16 Dec

Here’s a question for you as a consumer: Do food calorie counts affect your behavior? Why or why not?

Here’s a question for you as a food marketer:  Do you support calorie counts on restaurant menus and for vending machine food? Why or why not?

Well, next year, new Food and Drug Administration rules on calorie counts will go into effect. As reported by the NY Times:

“Now it’s official. Starting next November, menus in many places where Americans eat — like chain restaurants and some movie theaters, convenience stores, and amusement parks — will have to list calories. Consumer health advocates were jubilant when the Food and Drug Administration announced the new policy. Many had fought for the rule for more than a decade, believing it would be a major weapon in the fight against obesity.”

“But will it? The evidence on whether menu labeling works — either to move the national needle on obesity, or to reduce the number of calories an individual consumes after looking at a menu — is pretty skimpy, in part because the practice hasn’t been around that long.”

Click the image to read a lot more.

 

“Calorie information, like this at a Starbucks in New York City, will become a more common sight in the future.” Photo Credit: Mario Tama/Getty Images


 

2014 Best Global Brands

15 Dec

Each year, Interbrand presents a ranking of the top 100 most valuable brands in the world:

“To be included in Best Global Brands, a brand must be truly global, having successfully transcended geographic and cultural boundaries. It will have expanded across the established economic centers of the world and have entered the major markets of the future.”

“In measurable terms, this requires that: At least 30 percent of revenue must come from outside the brand’s home region.It must have a significant presence in Asia, Europe, and North America, as well as broad geographic coverage in emerging markets. There must be sufficient publicly available data on the brand’s financial performance.Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s cost of capital.The brand must have a public profile and awareness across the major economies of the world.”

“These requirements — that a brand be global, visible, and relatively transparent with financial results — lead to the exclusion of some well-known brands that might otherwise be expected to appear in the ranking.

According to Interbrand, the top 10 most highly valued brands in the world for 2014 are:

  1. Apple
  2. Google
  3. Coca-Cola
  4. IBM
  5. Microsoft
  6. GE
  7. Samsung
  8. Toyota
  9. McDonald’s
  10. Mercedes-Benz

Click the image to see Interbrand’s 2014 top 100 global brands, including a description of each ranking.
 

 

For Marketers: Big Data Marches Ahead

14 Nov

In what areas are big data having the biggest impact?

Check out research reported by eMarketer by clicking the chart.
 

 

Brand Sacrifice? Yes. Consumer Sacrifice? Not Really.

9 Nov

As consumers, we are becoming more demanding of our brands. We often don’t to trade features or quality for a low price. We want it all — including a greater sense of corporate responsibility.

Here’s a provocative observation from Trendwatching.com:

“One powerful question for brands to answer in 2015: what are you prepared to SACRIFICE? Consumers don’t want to make the world a better place.They want brands to do that for them ;)”

“Okay, that’s a simplification of a complex issue. But when it comes to making the world a better place, many consumers are setting a more stringent standard for brands than they are for themselves. And let’s face it, given decades of unethical operations, rampant pollution, disinformation, and more, brands deserve it. After all, many brands have worked extremely hard to create many of the behaviors and lifestyle choices that well-meaning consumers are now finding so hard to change. In a global survey of 30,000 consumers, 72% of people said that business is failing to take care of the planet and society as a whole. (Accenture & Havas Media, June 2014)”

“The easiest and most desirable way for consumers to assuage (or obliterate!) their guilt? For brands to make visible, meaningful, and constructive SACRIFICES: of products, processes, attention, and opportunities.”

Click the image to read more —  and to see what “sacrifices” companies such as CVS, Tesco, Subway, Intel, and others are making.
 

 

The Car as a Digital Entertainment Center

8 Nov

New car entertainment technology has exploded in recent years.

According to Nielsen:

“Cars are big business, and as technology continues to permeate our lives, the auto industry is broadening its revenue base by tapping into consumers’ desire to stay connected from behind the wheel. The industry is also amplifying an array of connected car options across a swath of TV ads. And when you consider how personal a car purchase is, new connectivity features are helping automakers personalize content for everyone, from working moms in need of hands-free talk to twenty-something singles looking to score reservations at the local hotspot.”

“Regardless of tech preference, the modern car offers some form of connectivity for everyone — and that appeal is growing. In fact, of the 44% of future auto intenders who plan to purchase a new car within the next two years, 39% are very likely to purchase a connected car with built-in features. So what’s the draw? In most cases, it comes down to having what’s cool: 60% of future auto intenders say they’d like a connected car because they want to experience emerging technologies, 58% feel it will provide entertainment to passengers while on the road, and 43% say it will boost their productivity while they’re on the road.”

Click the image to read more from Nielsen.
 
 
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Great Advice at Slideshare

7 Nov

Over the past several months, I have uploaded a number of valuable presentations at Slideshare. There should be something here for almost everyone!! :-)

Please let me know what you think.

Here are the links to these presentations (in alphabetical order):

 

A Spoof on “Honest” Ad Slogans? LOL

27 Oct

Over the years, consumers have often wondered about the honesty of the ads they watch or view.

Click on the image to see a number of hypothetical ad slogans that we might have been thinking about, but will never really see — from graphic designer Clif Dickens.
 

 

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